Sound
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For a destination defined by space, light and quiet luxury, the sound had to match. Not background music. A musical world with the depth and confidence of the place itself.
The brief was to build a sonic identity that could lead brand films and live across every touchpoint, from launch campaigns to in-destination moments.
THE CHALLENGE
Mina Al Arab is more than a development. It is RAK Properties’ flagship island destination, set among mangroves, beaches and world-class resorts.
The sonic identity had to live up to that scale. Cinematic and elegant, modern but timeless. A musical voice that could lead brand films and carry across every brand moment without ever feeling generic.
It also had to be deployable: one identity, many cuts, many contexts, many lengths. A sonic world the brand could actually use, day after day.
THE APPROACH
WithFeeling composed a three-minute orchestral piece built around the spirit of Mina Al Arab. Cinematic in scope, restrained in delivery, carried by strings, woodwinds and warm orchestral colour.
From that core composition, we developed 14 bespoke variations: shorter edits, mood variations, instrumentation cuts and contextual versions tailored for brand films, social content, in-destination moments and key touchpoints.
One musical world, deployed wherever the brand needed it.
THE RESULT
A complete sonic identity that gives Mina Al Arab the audio confidence its vision deserves.
The orchestral core anchors the brand at every important moment, while the 14 variations make sure the music feels consistent across every channel, every length and every cut-down.
A soundtrack for a life of extraordinary. Built to live on the screen, in the air, and in the memory of every visitor.